Quintessential Brands has named ‘record-breaking’ British sailor Alex Thomson, as Opihr’s first global brand ambassador.

The partnership was announced by Quintessential Brands and Thomson at the recent London Boat Show. Thomson, who is said to be the fastest Brit to sail solo, non-stop around the world, will be working with Quintessential Brands to raise consumer awareness of Opihr gin and the brand’s links to ‘maritime adventure and discovery’.

“I am really excited to partner with Opihr Gin as there is a strong connection of adventure between Opihr, inspired by the Ancient Spice Route, and my sport of extreme offshore sailing – both of which journey through the oceans,” stated Thomson.

“I am looking forward to working with Opihr, a successful and ambitious brand, and together, we want to encourage people across the world to challenge themselves and embrace adventure.”

‘FASTEST GROWING’ SPIRIT

Adding to his comments, William Ovens, International Commercial Director of Quintessential Brands, said: “As the very embodiment of Opihr’s essence, Alex Thomson is the ideal choice to be our brand ambassador and we look forward to bringing his fascinating story and Opihr’s Spirit of Adventure to life in the travel retail channel and beyond.”

In fact, Opihr gin is experiencing strong growth not just in the UK, but in international and travel retail markets too, Ovens tells TRBusiness.

“Opihr has really captured the imagination of shoppers in travel retail over the last three years to the point where it is now one of travel retail’s fastest growing spirit brands,” says Ovens.

“The brand’s essence – rooted in its selection of exotic botanicals from the ancient spice route –  is ‘the spirit of adventure’, which makes Opihr particularly relevant in the travel retail channel.

“Many of the world’s leading travel retail operators have realised this and are enjoying great success with the brand through impactful displays in airports.”

TRAVEL RETAIL EXCLUSIVE

Quintessential Brands also launched the travel retail exclusive – Opihr Adventurers’ Edition, during TFWE in Cannes last October, which is said to deliver an even more full-bodied taste than the original Opihr expression. “We dialled up the spice notes, especially ginger, to appeal to those with a more adventurous flavour profile,” adds Ovens.

Opihr Adventurers’ Edition will be listed in World Duty Free from April 2018, confirms the brand owner.